SouthCoast shoppers wish TJX did more to promote "thank you" sale

TJX Companies Inc. offered a one-day "customer appreciation" sale, two years after a massive consumer data breach came to light. But some shoppers chided the retailer for dropping a "thank-you" note midweek, almost unnoticed.

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By BRIAN BOYD

southcoasttoday.com

By BRIAN BOYD

Posted Jan. 23, 2009 at 12:01 AM
Updated Jan 23, 2009 at 12:21 AM

By BRIAN BOYD

Posted Jan. 23, 2009 at 12:01 AM
Updated Jan 23, 2009 at 12:21 AM

» Social News

TJX Companies Inc. offered a one-day "customer appreciation" sale, two years after a massive consumer data breach came to light. But some shoppers chided the retailer for dropping a "thank-you" note midweek, almost unnoticed by consumers.

Customers, who turned out Thursday for the 15 percent discounts, said TJX did little to get the word out about sales at its stores: T.J. Maxx, Marshalls, A.J. Wright and HomeGoods. Many customers said they heard of the sale only the day before or the day of the event, through news reports, advertising and calls from fellow shoppers.

"It's slick of them to do it that way," said David O'Malley, 45, of Rochester, referring to one-day notices of the sale. "It's their way of losing less money on 15 percent."

Mr. O'Malley, who left T.J. Maxx in Dartmouth with a bag of clothes, said a week's notice of the sale would have been more helpful to consumers.

TJX, a Framingham-based company, said it was holding a one-time "customer appreciation day" to thank customers for their continued support after the hacking of the company's computer systems.

"TJX remains committed to providing our customers a safe and secure shopping environment, as well as offering the great quality, fashion, brands and values our customers have grown to expect," TJX spokeswoman Sherry Lang said in a statement. "For their continued business, we extend our thanks to each and every customer."

The event came after a data breach that exposed tens of millions of payment cards belonging to TJX customers. Eleven people were indicted last year on charges that they hacked into the systems of TJX and other major retailers to steal the card numbers, The Associated Press reported.

When cardholders learn their identity has been stolen, they should contact credit reporting agencies and ask for a fraud alert that tells companies to contact the victims before opening a credit account, said Ronald M. Ramos, senior director of support services at Money Management International, a nonprofit, credit counseling agency.

"It is a huge problem," Mr. Ramos said of identity theft. "You're touching the tip of the iceberg when you're talking about" the TJX breach.

Sandy Ferreira, 29, of New Bedford said she learned about the sale last week through a relative.

"I don't think they did enough to advertise it," Ms. Ferreira said as she left A.J. Wright off Kings Highway. "It's more word of mouth."

Asked whether the event itself was enough to make up for the security breach, she said, "I think it would make people a little bit happier."

Some shoppers took issue with the timing of the sale, held on a weekday instead of a weekend.

Ronna Lima, 44, of Fairhaven, a pharmacy technician, said she happened to have the day off, but the Thursday event was inconvenient for others.

"People have to work," Mrs. Lima said. "They could have done it on a weekend."

Ms. Lang, the company spokeswoman, told The Standard-Times that the timing of the advertisements was standard practice for any event.

"We did nothing different than we basically always do," she said. "We typically advertise an event the day before or on the day of the event."

As far as the day of the week, she said TJX was not required to have the sale, and it chose to hold the event Thursday.

Jean Peelor, 53, of Westport learned about the sale from television news Thursday morning, and she called Ana Leite, 40, also of Westport, to alert her. The two arranged to visit the Dartmouth T.J. Maxx at the same time, and they were unfazed by the short notice as they left carrying shopping bags.